The DIA Medical Affairs and Scientific Communications (MASC) annual Forum 2021 had emphasized the relevance of artificial intelligence, chatbots, digital transformations and medical analytics as the keys drivers of healthcare industry in 2021[1].
Medical communication, an integral part of medical affairs has seen a significant shift amidst the ongoing pandemic. With the need for medical information skyrocketing, Health care providers (HCPs) now are looking for a more meaningful and interactive engagement with the industry. Reports indicate a 263% boost in email exchange routines between doctors and reps and the time people spend with reps on online meetings going from 5-6 to 17-18 minutes[2]. With vast volumes of data, generic and original generated day-by-day, it is increasingly important to distil out the content that is relevant and personalised, delivered in innovative and interactive package, which is compliant across various platforms. High-quality medical information in small bites, real-time, and fully customized to the needs of that particular audience is what we will start to see in 2021.
Four key areas of strategic focus which should form the basis of a large proportion of digital product development currently[3]:
1) Big data to small data
It is imperative medical communication agencies to distil innovative and interactive content from larger data sets, often via smart technologies like natural language processing (NLP) and artificial intelligence (AI). This enables quick access to the right content via efficient searching and content recommendation based on user habits.
2) Modernized learning
There are now rapidly evolving, evidence- based, technologies which are being utilised to enhance learning and comprehension across all industry sectors. In particular, micro- learning – bite-sized pieces of content focused on individual learning objectives – is now hugely popular and effective. This is driving the development of products such as multi- format, SCORM-compliant e-learning and training platforms with meaningful metrics, as well as multichannel-optimised YouTube channels as essential offerings for the clients. Gamification is also often applied to these sorts of products for positive reinforcement and to help drive behaviour change.
3. Bringing content to life
Agencies have for many years utilised design and creative talent to optimise communication and data visualisation. However, it is now possible to reach more users with enhanced experiences using immersive and interactive technologies, the likes of which are more widespread in everyday life. Augmented reality is now regularly used to provide supplementary information to publications and posters, such as author videos, animated infographics and MoA animations – and virtual reality experiences are now often easily applied to medical education.
4. Alignment and efficiency
There is an increasing awareness that beyond HCPs, pharma clients themselves are an audience. Medical communication agencies should be able to devise and offer integrated platforms with enhanced admin and metrics that support global asset management, strategic alignment and roll-out. Products such as a digital messaging platform with integrated slide sorter, closed-loop marketing platforms for global e-detailers and advanced training dashboards are essential tools to drive version control, retain oversight and allow selectively gated access across global product teams and franchises.
References:
1) 5 key takeaways from 2021DIA medical affairs and scientific communication forum. [internet] cited on 9july2021. Available at https://www.arisglobal.com/blogs/medcomm-blogs/5-key-takeaways-from-the-2021-dia-medical-affairs-and-scientific-communications-forum/
2) Top 5 Healthcare communication trends for 2021. [internet] cited on 9july2021. Available at https://nanobotmedical.com/top-5-healthcare-communication-trends-for-2021/
3) Current and future trends for developing digital medical communications. [internet] cited on 10july2021 Available at http://www.pmlive.com/pharma_news/current_and_future_trends_for_developing_digital_medical_communications_1328946?SQ_DESIGN_NAME=2&
MS-MC-BL-21-5.